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[UPDATE: A video that discusses these nine modes and shows numerous examples is now available on the Bovee-Thill YouTube channel.] As businesses continue to adopt new media choices, the writer’s task is becoming more diverse and more demanding. In the old days, few businesspeople outside an advertising agency ever faced the challenge of writing headlines and teaser copy, for example. Today, though, anyone who hopes to e-mail, blog, or tweet effectively has to be adept at catching a reader’s attention with well-crafted subject lines, post titles, or micro-messages.Looking across the media landscape, we see at least nine distinct compositional modes. These aren’t necessarily limited to electronic media, of course, but taking advantage of the full spectrum of electronic media means having at least basic skills in all nine:
- Conversations. IM is a great example of a written medium that closely mimics oral conversation. The ability to think, compose, and type relatively quickly is important to maintaining the flow of an electronic conversation.
- Comments and critiques. One of the most powerful aspects of social media is the opportunity for interested parties to express opinions and provide feedback, whether it’s leaving comments on a blog post or reviewing products on an e-commerce site. To be effective commenters, writers need to focus on short chunks of information that a broad spectrum of other site visitors will find helpful—and avoid the rants, insults, inappropriate jokes, and blatant self-promotion that are the bane of social media.
- Orientations. With vast amounts of information presented in so many different formats, the Internet can be an extremely confusing place, even for knowledgeable professionals. As information piles up, the ability to help readers find their way through an unfamiliar system or subject has become more valuable than ever, particularly when material of interest is spread across multiple websites that are out of the writer’s control.
- Summaries. Writing clear and concise summaries has always been an essential skill, of course, but the info-grazing habits of today’s online readers makes it even more vital. For example, popular bloggers are often good at summarizing masses of information for people to busy to sort through it on their own.
- Reference materials. With virtually unlimited capacity and the ability to provide immediate access to any location in an information structure, the Internet is obviously an ideal repository for reference materials. However, browsing, searching through, and making sense of these vast warehouses can be quite a challenge for information seekers. Even with search capabilities at hand, readers don’t always know which search terms will yield the best results, so writers can help by including orientations and organizing the material in logical ways with clear headings that promote skimming.
- Narratives. Compelling storytelling can be a good way to cut through the clutter of online media, whether it’s sharing a company history or demonstrating a product.
- Teasers. The combination of length limitations (such as on Twitter) and hyperlinking opportunities seems custom-made for writing teasers—intentionally withholding key pieces of information as a way to pull in readers or listeners in. Although they can certainly be effective, teasers obviously need to be used sparely and with respect for readers’ time and intelligence.
- Status updates and announcements. A lot of social media writing involve status updates and announcements, an area where some new business professionals may need a little practice to transition from personal and social updates to “business appropriate” updates.
- Tutorials. Given the community nature of social media, the purpose of many messages in these media is to share how-to advice. Writing tutorials is great practice for analyzing audience needs and crafting messages that are clear, concise, and logically organized.
Have you found it helpful to explore various compositional modes such as these when you teach business writing? Have you run across any other modes that writers need to be successful with in new media?